Jose Cuervo Tequila

Shaping the Past & Future of Tequila

by Brian Donnelly

February 18, 2024


Photo by Brian Donnelly (August 2023)

Photo by Brian Donnelly (August 2023)

Overview

When customers think about Jose Cuervo, or when Tracy Byrd wrote his 2002 song "Ten Rounds with José Cuervo," they probably think about the Especial label, but the brand, which, like the tequila market, has evolved far beyond just Jose Cuervo Especial Gold. The Especial label still plays a vital role for the brand regarding global volume, but the Cuervo brand offers customers a wide variety of tequila styles at all price points.

Jose Cuervo, NOM (Norma Oficial Mexicana) 1122, has a long and rich history. In 1795, the King of Spain granted José Antonio de Cuervo the first concession to distill a commercial agave spirit legally. The family established the La Rojeña distillery in 1812 in Tequila, Jalisco. Located just down the street from the main square of this Pueblo Mágico (Magical Town), La Rojeña is the oldest active distillery in Latin America. I have visited the distillery twice, and I highly recommend it. The tour and experience capture the romantic view of tequila you are probably hoping for. You can even take the Jose Cuervo Express train from Guadalajara to Tequila and stay at the Hacienda Solar de las Animas, the Cuervo family-own hotel on the main town square. In addition to La Rojeña, there are distillation facilities at Planta Camichines and La Laja in Jalisco and the principal bottling facility is located in Guadalajara.

Jose Cuervo was the first tequila imported to the United States in 1852. The brand was the first tequila brand to register a trademark in 1933 and the first to launch a major ad campaign in the United States in 1955. The family, now called the Beckmann Family, built a tequila dynasty; they are the largest agave holder in Mexico, and Jose Cuervo is the best-selling tequila in the world.



Jose Cuervo Especial Silver & Gold

Jose Cuervo Especial is categorized as a mixto tequila because it is produced from 51 % blue weber agave and 49 % sugar cane. Proximo Spirits, the brand's parent company in North America, sometimes calls it a "blended tequila." The sugar from agave and other sources, such as sugar cane, are combined, fermented, and distilled to create one product. Jose Cuervo Especial is the brand's best-selling product. It has been formulated to enhance the flavor of a Margarita, and this is precisely how the brand would like you to consume it. The Silver is unaged. The Gold is a joven-style tequila made from a blend of reposado tequila (rested in for a minimum of two months in oak vats or barrels) and younger tequilas, and probably some caramel coloring and are bottled at 80 proof (40 % ABV) for the United States. 

Spirits Definition - Mixto Tequila

“Tequila may be fermented and distilled from a minimum of 51% agave juice and up to 49% non-agave sugars. It may be bulk exported and bottled outside of Mexico. This style of tequila, originally called mixto, makes up the great majority of tequila consumed outside of Mexico. Although the term does not appear on the label, if a product label does not read “100% agave” in some way, then it is, in fact, mixto tequila.”

Nickles, Jane. 2022 Certified Specialist of Spirits Study Guide (p. 140). Kindle Edition.

Photo by Brian Donnelly (August 2023)

Photo by Brian Donnelly (August 2023)

Spirits Definition - 100 % Blue Agave Tequila

“All 100% agave tequila must be distilled entirely from the fermented juice of the blue agave plant. All 100% agave tequilas must be bottled in Mexico.”

Nickles, Jane. 2022 Certified Specialist of Spirits Study Guide (p. 140). Kindle Edition.

Jose Cuervo Tradicional Plata & Reposado

Unlike Especial, the Tradicional label offers consumers an entry-level 100 % agave option from Cuervo, meaning that 100 % of the fermented sugars came from agave, not other sources like sugar cane or corn. As the tequila category continues to grow, especially in the United States, consumers are shifting their preferences from mixto to 100 % agave tequila. Many tequila drinkers must realize that Cuervo offers a 100 % agave option, even though the Tradicional label is supposed to represent the Cuervo family's original tequila recipe dating back 200 years. Tradicional has a unique bottling process, finishing the liquid at freezing temperatures to preserve the purity of its flavor. It is an excellent option for mixing classic tequila cocktails like Margarita, Paloma, or Cantarito.

The Plata label is distilled in copper stills from 100 % blue agave, is unaged, and is bottled at 80 proof (40 % ABV) for the United States. It won a gold (G) medal at the 2019 San Francisco World Spirits Competition (SFWSC), one of the only tequilas under $30 judged so highly.

The Reposado label is distilled in copper stills from 100 % blue agave, rested in charred oak for at least two months, and bottled at 80 proof (40 % ABV) in the United States. If you are bored of Margaritas, try the Reposado in a Mexican Mule with ginger beer or the brand's official Muletta cocktail, which is a twist on a mule with Angostura Bitters.


Jose Cuervo Tradicional Añejo

The Tradicional Añejo label is distilled in copper stills from 100 % blue agave, aged in charred American oak barrels, finished in Irish single malt whiskey barrels, and bottled at 80 proof (40 % ABV) for the United States. It is considered the first marriage of Irish whiskey with a tequila distillery, and It's the first añejo tequila from Jose Cuervo Tradicional in 225 years. Proximo Spirits, the brand's parent company in North America, also owns the Bushmills Irish whiskey brand, so it is safe to assume these barrels come from Bushmills. This product makes a great Old Fashioned for the price.


Jose Cuervo Tradicional Cristalino

The Tradicional Cristalino label is a proprietary blend of Tradicional Reposado, aged two months in charred oak, and Reserva de la Familia Extra Añejo, aged a minimum of 3 years in American and French oak barrels. After aging, the final blend is charcoal-filtered to remove its color while preserving the intensity and purity of flavors. This product is bottled crystal clear at 80 proof (40 % ABV) for the United States and is the perfect entry-level Cristalino, especially for cocktails.

Photo by Brian Donnelly (August 2023)

Photo by Brian Donnelly (August 2023)

Jose Cuervo Reserva de la Familia

Except for some special limited releases, the Reserve de la Familia label is the highest tier in the Cuervo family of brands. The Reserva de la Familia Extra Añejo was first released in 1995 to commemorate the Cuervo family's 200-year tequila legacy, drawing from the family's best private reserves. Much of the production details around Reserva de la Familia are not made publicly available. The brand utilizes a proprietary process called the Esencia de Agave method to bring the entire character, flavor, and essence of the agave to life, offering a perfect balance and smoothness compared to other clear tequilas. Considering the price difference between Reserva de la Familia and Tradicional, it is safe to assume the brand utilizes small batch sizes and sources agave from more desirable locations, which the French wine term terroir would describe as a unique sense of place. They probably use more or all oven-roasted piñas and use pot still instead of column still distillation.

Jose Cuervo Reserva De La Familia Platino

The Reserva de la Familia Platino is distilled from 100 % fully mature agave using only the inner portion, or the heart, of the agave piña. This product is unaged and bottled at 80 proof (40 % ABV) for the United States.


Jose Cuervo Reserva De La Familia Reposado

The Reposado is distilled from 100 % fully mature agave using only the inner portion, or the heart, of the agave piña. This product is aged in three different types of wood and barrel toasting styles. The three distinct woods are:

  • Heavily charred American oak barrels

  • Lightly charred American oak barrels

  • Lightly charred French oak barrels

The heavily toasted American oak contributes baked spices, while lightly toasted American and French oaks bring mellow flavors of toffee and vanilla. Each tequila is aged separately before being blended by the Maestro Tequilero and bottled at 80 proof (40 % ABV) for the United States.


Jose Cuervo Reserva De La Familia Extra Añejo

The Reserva de la Familia Extra Añejo distilled from 100 % fully mature agave using only the inner portion, or the heart, of the agave piña sourced from the family estate's richest volcanic soils. The agave piñas are cooked at La Rojeña distillery in Tequila in Jalisco for 48 hours: 36 hours by direct vapor and 12 hours with residual heat. The fermented agave juice is double-distilled in copper pot stills. The tequila is aged in a combination of small, new American, and French oak barrels charred at different levels and bottled at 80 proof (40 % ABV) for the United States. It won a double gold (GG) medal at the 2019 San Fransisco World Spirits Competition (SFWSC). The bottle is handmade, individually numbered, and sealed with wax. Each year, the Cuervo family commissions a Mexican-based artist to design original artwork for the collector's box. The Reserva de la Familia Extra Añejo is best enjoyed neat, preferably in a Glencairn or snifter glass.


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